Companies that are most worth buying from are able to meet consumer expectations while charging prices that consumers are willing to pay. The Consumer Demand chart shows expectations at the customer, category and industry level (boxes) in comparison to the company’s ability to deliver (bars). The bar exceeds the boxes when expectations are being fully met. The Pricing Power chart identifies the % more customers are willing to pay if their expectations were fully met. Companies with delivery below expectations could increase their prices by X% if they improved their performance. A low or negative gap with high pricing power means the company is in great demand.

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